Chapter 23

Persuasion Defined▪ The process of changing or reinforcing…

▪ Attitudes - Learned predisposition to respond favorably/unfavorably about something

About lawyers, School, Work – Least difficult to change

▪ Beliefs - Something you understand to be true or false (Often based on experience)

Your Faith, fire is hot, - More difficult to change than attitudes

▪ Values – An enduring concept of Right/Wrong, Good/Bad (Instilled early in life)

Religious values, Family values, Most difficult to change

▪ Behaviors - Usually determined by one of the above predispositions

▪ Why do you think values are the most difficult to change?

Choosing a persuasive topic▪ As you choose your topic, here are some things to keep in mind

First – consider the persuasive goal of your speech▪ Ask yourself what does my audience (think /feel/do) now▪ What do I want them to (Think/feel/do) after my speech▪ Some topics could have multiple goals

▪ Legalizing Marijuana▪ Belief, behavior, etc.▪ No medicinal value, Vote against it,

what other angles does it have?

Second – Make sure your persuasive goal is feasible▪ Can the audience make the change you are requesting

Persuading a person struggling financially to take an expensive trip Convincing people with recent tattoos or underweight to donate

blood (they are automatically excluded by the red cross)▪ You may be able to convince them of the idea but they can’t follow

through

Third – Large controversial topics▪ Very difficult to change people on these

Require audience to re-evaluate belief system Religion, Politics, Abortion, Death Penalty, etc A brief speech won’t change positions so look for a smaller change

How Persuasion Works▪ 2 ways of persuasion▪ Persuaded by logic, reasoning, arguments and evidence

presented You do research on something and are convinced that you need it Have you bought anything recently? Have you seen any movies recently?

▪ Indirect persuasion Based on the feeling you get from the presentation Music, Trustworthy salesperson Emotional charge

▪ Which of these would be best for persuading others?▪ Does It depends on your audience?

How to motivate listeners▪ Use Dissonance▪ Feeling when you hear something against your attitudes,

beliefs, values▪ You’re a smoker, speaker says smoking is harmful

▪ Example▪ A student decides to cheat on an assignment▪ A classmate gets caught cheating and fails the course▪ The student feels uncomfortable about their desire to cheat▪ Changes their attitude about cheating (Now feels that it isn’t

worth the risk)

How listeners cope with dissonance▪ Listeners may discredit

source▪ To deal with the discomfort,

audiences may find a reason to question your credibility (Bias, Personal motives, etc)

▪ Reinterpret the message (Hear what they want to hear)▪ Focus on what they agree with &

ignore what they don’t

How listeners cope with dissonance▪ Listeners may seek new information▪ May do additional research

▪ Listeners may stop listening▪ Selective Exposure – seek information matching views▪ Audience may tune you out if they feel your content will upset

them

▪ Listeners may change attitudes, beliefs, values, or behavior▪ In order to balance the discomfort, audience may decide to

change

How to motivate listeners▪ Use listener needs▪ Physiological needs

The most basic needs for all people (Food, Water, Air, Shelter, etc)

▪ Safety Needs Need to feel safe, secure, protected Seatbelts, smoking health, exercising, etc If physiological need are met you can persuade audience

about safety

How to motivate listeners▪ Use listener needs▪ Social Needs

Need to feel loved, valued, friends, etc

▪ Self-Esteem Needs Need to think well of ourselves (often the base of

persuasive messages)

▪ Self-Actualization Needs Persuading listener to achieve their highest level of needs

How to develop your persuasive speech▪ Consider the audience▪ Your audience will determine methods you use to develop persuasive

content and presentation

▪ Select & Narrow Your persuasive topic▪ Don’t just pick a random topic, Find an interested or passion you have

Consider your audience

▪ Controversial Topics – make excellent persuasive presentations Be careful with these

▪ Media/internet resources – Use these to stay on top of important issues Laws, Policies, News stories, Etc

How to develop your persuasive speech▪ Determine your persuasive purpose▪ It’s hard to change a person after one short speech▪ Set goals

Opening audience mind to the possibility of change Getting audience to think more about my topic

▪ Develop central idea and main points▪ Central Idea

Once sentence summary of your speech A proposition is often used in for this (Fact, Value, Policy)

▪ What would it take to convince you to change an attitude, value, or belief?▪ Example from “A time to kill” (Know your audience and what it would take)

Review Persuasive Speech Handout▪ Discuss possible Topics▪ Questions about persuasive speeches

Choosing Your Persuasive Topic Excluded topics▪ Abortion, Death Penalty, Gun Control, Global Warming▪ Topic must have a logical opposition or present a problem▪ “I will persuade my audience not to drink & Drive” (Not Acceptable)▪ “Drunk driving is becoming a problem in our community” (Acceptable)

Persuasive will be the last Major speech▪ Focus on developing a strong speech argument▪ Include your sources in outline and speech▪ This hurt some on the informative speeches

▪ There will be no opportunity for make-up▪ If you miss for ANY reason (other than arrangements with

me) you will get a zero▪ No Outline/No Speech!!!

Next – Chapter 24▪ Using Persuasive Strategies